The Crisp Post

Time and again, industry experts assert that mobile is a critical component of the marketing mix. Yet for all of the years it’s been “the year of mobile,” only 3% of brands’ marketing mix was spent on mobile advertising last year. Yes, marketers are increasing their mobile ad spend, but there is still a lot of ground to gain to catch up to consumer adoption.

Investment in mobile as the driving force behind an audience-based approach can fuel real impact for brands today and set them up for success in the world of “connected everything” that’s soon to come. Not too long ago, when most internet use took place on a personal computer, search fast became the foundation upon which web-based activities took place. It’s becoming increasingly evident that the center of the next evolution of the web is, and will be, the mobile phone….

After attending the 2016 Path to Purchase Expo in Chicago, we were thrilled to leave with new relationships and knowledge of the shopper marketing space.

We hope you were able to attend our sponsored track, “Leveraging Mobile” in which Jason Young, Crisp’s CEO, lead a seminar titled Insights into Mobile Shopper Marketing. Many thanks to our partners from Heineken and IRI that took the stage with us. If you missed it, feel free to check out our presentation here.

At our booth this year, Crisp’s team members answered questions and connected with current and potential customers. We aimed to give attendees a clear understanding of Crisp’s MoCA platform, and how it benefits CPG & Retail marketers. Also, for the third year running, Crisp was thrilled to receive an Editor’s Choice award from the editors of Shopper Marketing Magazine, prominently displayed in front of our booth.

On Wednesday night, Crisp’s own Risa Crandall was selected as a winner in the first ever Women of Excellence Awards. The Institute recognized a selective group of female executives who have made an impact on the shopper industry. We were thrilled to be there to support Risa receiving this prestigious award!

With the very successful P2PX 2016 behind us, Crisp has teamed up with P2Pi to host its first iSeminar tomorrow, October 6th covering The Evolution of Shopper Marketing. This one-hour seminar will provide an in-depth look at how shopper marketers are responding and adapting to changes in the shopper marketing space.Be sure not to miss it, Click Here to Register!

As always, please contact us today if you would like additional information on Crisp.

A new marketing report from Nielsen Catalina Solutions was released last week that highlighted the effectiveness of mobile advertising making a greater impact than ever before. According to the report, mobile has the lowest frequency across all media, allowing marketers the option to buy more mobile and still expect strong returns. The report looked at return on ad spend for digital video, TV, cross screen media, and mobile for 450 CPG brands in the US concluded that, “Mobile drives the highest incremental sales per thousand impressions, at $26.52.” It also found, that cross-media advertising, once largely considered the most effective, does not drive a significant lift in return because only about 1-2% of audiences are exposed to synergistic cross-media campaign ads. The most crucial aspect to understanding this trend is in relation to all media types, mobile has the lowest effective frequency, meaning people have to be exposed the fewest amount of times before activation. The report verifies major findings for Crisp, The Mobile Shopper Activation Company, exclusively mobile focused reinforcing the ideas we have already pioneered.

The Crisp team attended the Path to Purchase Institute’s Shopper Marketing Summit this past week in New York City, held at the beautiful Grand Hyatt. Crisp sponsored the “Insights to Activation” & “Loyalty & Shopper-Centric Strategies” tracks, hosted by our CEO Jason Young, and our SVP Managing Director, Risa Crandall. The tracks included a wide variety of retail and shopper marketing knowledge from leaders in the space. From the most detailed presentations on the Psychology of a Mom, a presentation on reinventing the infant and toddler aisle in a grocery store, to a broadened topic on the basics of Digital CRM for a multi-national retailer, Kellogg’s, working with the coupon provider Saving Star.

At Shopper Marketing Expo, we were able to grow our knowledge of the space, and develop deeper relationships with attendees and speakers. We found It to be an extremely educational and successful event, and look forward to attending and sponsoring again next year.

As the leading mobile shopper activation company, we have partnered with Retail Solutions Inc. (RSi), a global retail analytics leader. Today announced an alliance that allows Crisp to add Ansa inside the mobile ad platform, Crisp MoCA, giving customers additional ways to target, optimize and measure mobile shopper and retail-based digital marketing campaigns. Ansa, the digital brand of RSi, enables shopper marketers, agencies and ad networks to cost efficiently measure the impact of digital marketing campaigns on stores sales automatically, every day for any store location.

Crisp uses over fifteen years of mobile technology development and marketing experience to drive results for CPG and retail marketers. “Our end-to-end mobile platform is designed specifically to activate shoppers to purchasing experiences, both in store and online,” says Jason Young, Crisp CEO. Today, mobile devices influence one-third of product purchases in stores, representing almost $1 trillion in sales. “Mobile’s rapid growth in shopper influence requires a robust suite of premium targeting, KPI optimization, and measurement capabilities. We couldn’t be more excited to partner with Ansa to bring new value for our customers.”

“Ansa is the most intelligent solution for closing the loop on digital media investments. Since the launch in 2014, we have serviced hundreds of digital campaigns at 35 of the top CPGs, empowering shopper marketers and CPG media planners to maximize spending efficiency, accelerate new items from day one, automatically optimize their campaign performance and continuously learn and improve beyond the click,” shares Michael Quinn, General Manager for Ansa at Retail Solutions Inc. “Mobile advertising is a growing element of the media mix and we’re absolutely thrilled to partner with Crisp, the leading provider in mobile shopper activation technology, to give shopper marketers a new level of in-store insights and tangible proof that their digital investments are generating significant returns.”

“An effective shopper marketing campaign starts with the right retailer targeting strategy, which is what FrontLine Marketing brings to the table. From there, a wide-reaching platform is required and that’s where Crisp Mobile’s advertising technology expertise comes in. FrontLine Mobile’s holistic approach allows us to reach the right shoppers when it counts, to really drive sales for our clients,” said Jefferson Myers, President of FrontLine Marketing.

Available nationally, FrontLine Mobile, powered by Crisp, has the ability to reach the universe of mobile customers with powerful, shopper-focused rich advertising, and can be customized to any shopper or retailer focused brand-marketing strategy.

The Crisp team was thrilled to be involved in several highly engaging industry events over the past few weeks.

Our first stop was at the Coca-Cola Venture Customer Summit in Atlanta. Coca-Cola put on this educational event to allow their technology partners to speak and interact with each other. Crisp’s own Risa Crandall participated in a panel about Immediacy & Food. She educated the audience on the importance of driving consumers into stores through engagement with mobile advertising.

Our next stop was in Chicago for Leo Burnett’s “Leovative Partner Expo”, where we showcased our Crisp mobile customer activation platform (MoCA), and recent ad innovations. We were thrilled to be invited to participate and show our unique approach to delivering superior consumer ad experiences and driving consumers into stores.

The last stop on our journey was the Shopper Marketing Conference & Expo, in Minneapolis, produced by the Path to Purchase Institute. Crisp was awarded an Editor’s Choice by the editors of P2Pi’s Shopper Marketing Magazine for the second year in a row; an award for companies that exhibit new innovations in the shopper space. Crisp was also selected to be a stop on Arc Worldwide’s docent tour, in which Arc led its clients to hear short pitches at the booths of about ten “must see” companies on the show floor.

Ten members of the Crisp team participated in the event this year, including Jason Young, Crisp CEO, who hosted a Track on “Leveraging Mobile & Social” which included seminars on consumer generated video, m-commerce strategies and the new social shopper, presented from other leaders in the space.

Crisp had team members at our booth at all times to connect with future customers, and discuss how we can help them to use mobile advertising successfully to support their shopper marketing initiatives.

We had a highly successful event experience, and look forward to next year’s Shopper Marketing Convention & Expo, to be held in Chicago.

Crisp has been named an Editor’s Choice Winner by the editors of Shopper Marketing Magazine and we are pleased to accept this award again this year.

Each year, The Path to Purchase Institute produces the Shopper Marketing Conference & Expo, taking place this month at the Minneapolis Convention Center. Editors from flagship property, Shopper Marketing Magazine, review the year’s exhibitors and curate a list of “Editor’s Choice” companies offering special innovations that are must-sees for attendees and will be on display at the show. Crisp was chosen for its shopper marketing focused mobile ad platform, Crisp MoCA (Mobile Customer Activation).

Crisp MoCA is a Demand Side Platform (DSP) designed to help brands and retailers activate consumers to POS experiences via the mobile device. The primary emphasis is on driving consumers into physical stores (and online) to purchase products. The system brings in data from shopper content providers such as ShopLocal, Retailigence, and Inmar. Crisp’s rich ads can feature embedded coupons, circulars, product galleries and in-stock products, and directly support store loyalty programs.

“Crisp is thrilled to be chosen as an Editor’s Choice winner at the Shopper Expo for the second year running”, says Jason Young, CEO. “Shopper marketing faces rapid changes as mobile technology changes consumer behavior. Crisp is gratified that the editors of Shopper Marketing Magazine recognize Crisp’s leadership in providing innovative and effective solutions for marketers that need to use mobile advertising to drive in-store sales.”

Giving back and the power of community are extremely important to Crisp. Getting trapped in the hustle and bustle of everyday life is an easy thing to do. One of the most rewarding experiences is to take a step back and taking time to work and help in your community. This summer Crisp chose to give back by partnering with CITYarts to add to the restoration and recreation of the Alice in Wall Street Land mural.

After a quick subway ride downtown, Crisp arrived at the location of CITYarts mural on Chambers St. in TriBeCa. The Crisp team was greeted by Eliana Blechman, CITYarts Project Coordinator, and her team of high school students and artists. She gave the group an energetic welcome and explained the background of CITYarts’.

CITYarts is an organization that engages youth and professionals in the creation of public art. Through this creative process, CITYarts empowers, educates, and connects youth and children to become active participants in realizing the potential for their communities.

The Crisp team felt humbled to be a part of this transformation. To begin this process the team began scraping off old parts of the mural that have been damaged by sun, rain, and other natural elements using plastic scraper tools working alongside the art students from Stuyvesant High School.

After about an hour of preparation, it was time to paint! Eliana encouraged each member of the Crisp team to find a spot on the mural that they wanted to rejuvenate or a spot they wanted to add something of their own. Everyone distributed themselves across the block-long wall and bright-colored paint was poured. For the next few hours Crisp team members let the paint flow and helped bring the Alice on the Wall mural back to life!

It was amazing seeing the team, who contribute in so many different ways at Crisp, working together to help spruce up a vibrant part of the TriBeCa community. I encourage other organizations to take a step back, to take that step forward in their community.

Crisp, provider of the leading mobile customer activation platform, Crisp MoCA, today named Bajaji Ravindran as its new VP of Product.

Balaji brings to Crisp over 16 years of experience in the Internet industry and a zeal for innovation. Most recently Balaji ran product management and strategic partnerships team at Intuit. At Nielsen, as a VP of Product Leadership, he rapidly expanded Online Platform and products to various emerging markets. He also scaled the Global Marketing Solutions products and made it a profitable business.

Prior to Nielsen, Balaji led product management and product marketing at Yahoo! He launched cutting-edge products for the world’s second largest contextual advertising platform. He then led listings and monetization products for Yahoo! HotJobs. He has won several awards for innovation and has 7 granted patents. In the past year, he founded and ran a startup to improve hiring in large enterprise firms.

“We are extremely excited to welcome Bajali to Crisp. As we continue to grow our leadership position in mobile customer activation, Bajaji’s extensive experience will play a critical role in leading and expanding our world class product organization” said Crisp CEO Jason Young.

Balaji has a Master’s degree in Engineering Management from University of New Orleans, an undergrad in Civil Engineering from Bangalore University, and Executive Certificates in Leadership from Kellogg School of Management.